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Navigating Google's U-Turn on Third-Party Cookies
July 25, 2024
Google's shift on third-party cookies leaves advertisers rethinking strategies. See how carsales mediahouse continues to lead the way with robust, privacy-first advertising solutions.
After kicking the can down the road for four years after its initial announcement, Google has somewhat unsurprisingly announced it will not be deprecating third-party cookies on Chrome after all. This decision has created ripples across the advertising and marketing communities, leaving many to reassess their strategies. Here’s what this means for the industry and how advertisers can continue to stay ahead in a shifting digital landscape.
Understanding the change
Google’s reversal on third-party cookies might seem like a reprieve, but the underlying issues of audience addressability and measurement remain. With 51% of Australian users on other browsers such as Safari and Firefox that already restrict third-party cookies, the challenge is significant. Furthermore, a number of Chrome users are expected to opt out of tracking, which has the potential to further exacerbate the problem. As Vanya Mariani, Commercial Director - Media, points out, "For the remaining 49% using Chrome, a significant percentage is expected to opt out of tracking. This issue is prevalent today and will persist despite Google's changing Chrome policies."
The ongoing challenge
Despite Google's shift, the problems of addressability and measurement have not gone away. Advertisers still need solutions to reach their audiences effectively and measure accurately the outcome of their spend. As advertisers, the need for alternative solutions is more pressing than ever. Stephen Kyefulumya, GM of Media - Product & Technology, highlights, "Marketers who were hoping to do nothing will use the new Google announcement as a good reason to keep doing nothing; the reality is they definitely need to do something."
The carsales mediahouse commitment
carsales mediahouse is prepared for this evolving landscape. Their strength lies in owned inventory, first party identity enabling high-quality first-party data, logged-in users, and a contextual environment. They offer unrivalled category insights and measurement capabilities, all underpinned by their self-serve ad manager, Ignition. Kyefulumya reinforces this by stating, "We didn’t set out to resolve a Google problem; we set out to future-proof our business against macro changes from Apple, Google, and evolving privacy legislation."
carsales mediahouse's data-led advertising proposition includes:
- 100% Addressability: Reach full audience potential regardless of platform, device, or browser.
- Futureproof Solutions: Strategies designed to be resilient against changes such as Apple’s privacy measures, evolving privacy legislation, and Google’s cookie policies.
- Comprehensive Insights: Leverage category-based data to inform marketing strategies, minimise ad wastage, and optimise outcomes.
- Privacy Compliance: Solutions are privacy-by-design, ensuring compliance while maintaining effectiveness and accurate measurement.
So, when it comes to drawing a line in the sand, now is not the time for advertisers to slow down. The addressability and measurement problems persist, and immediate action is still going to be necessary in order to stay ahead of a rapidly evolving landscape. Advertisers should continue to engage with publishers like carsales mediahouse who employ non-third-party cookie reliant strategies and leverage their first-party data to ensure campaigns continue to reach the right audience, in the right place, and at the right time. As Mariani puts it, "If you're waiting for Google (or any other big tech) to make a move, you're already behind the curve."
So whilst Google’s announcement will make many others to breath a sigh of relief, that would be a misplaced sigh. For the long-term sustainability of your business, the key takeaway from this is to engage with solutions providers, like carsales mediahouse, that remain committed to offering privacy-compliant, non-third-party-cookie reliant alternatives to help navigate the digital advertising landscape.
To find out more about staying engaged, leveraging first-party data, and keeping your campaigns on track, contact the team below.
The carsales mediahouse commitment
carsales mediahouse is prepared for this evolving landscape. Their strength lies in owned inventory, first party identity enabling high-quality first-party data, logged-in users, and a contextual environment. They offer unrivalled category insights and measurement capabilities, all underpinned by their self-serve ad manager, Ignition. Kyefulumya reinforces this by stating, "We didn’t set out to resolve a Google problem; we set out to future-proof our business against macro changes from Apple, Google, and evolving privacy legislation."
carsales mediahouse's data-led advertising proposition includes:
- 100% Addressability: Reach full audience potential regardless of platform, device, or browser.
- Futureproof Solutions: Strategies designed to be resilient against changes such as Apple’s privacy measures, evolving privacy legislation, and Google’s cookie policies.
- Comprehensive Insights: Leverage category-based data to inform marketing strategies, minimise ad wastage, and optimise outcomes.
- Privacy Compliance: Solutions are privacy-by-design, ensuring compliance while maintaining effectiveness and accurate measurement.
So, when it comes to drawing a line in the sand, now is not the time for advertisers to slow down. The addressability and measurement problems persist, and immediate action is still going to be necessary in order to stay ahead of a rapidly evolving landscape. Advertisers should continue to engage with publishers like carsales mediahouse who employ non-third-party cookie reliant strategies and leverage their first-party data to ensure campaigns continue to reach the right audience, in the right place, and at the right time. As Mariani puts it, "If you're waiting for Google (or any other big tech) to make a move, you're already behind the curve."
So whilst Google’s announcement will make many others to breath a sigh of relief, that would be a misplaced sigh. For the long-term sustainability of your business, the key takeaway from this is to engage with solutions providers, like carsales mediahouse, that remain committed to offering privacy-compliant, non-third-party-cookie reliant alternatives to help navigate the digital advertising landscape.
To find out more about staying engaged, leveraging first-party data, and keeping your campaigns on track, contact the team below.
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